Neuromarketing

People don’t make decisions rationally; they rely on their ancient decision-maker, the old brain. If you want to sell effectively, you need to speak its language.

1. The Old Brain Drives Decisions

The old brain, the most primitive part of our brain, is the decision-making powerhouse. It processes information from the newer parts of the brain, such as rational insights from the new brain and emotions from the middle brain. However, it ultimately decides what action to take. This means that even when we think we’re making logical choices, the old brain is in control.

Marketers often fail when they focus solely on rational arguments. The old brain doesn’t respond to logic or language, as it evolved long before humans developed speech. Instead, it reacts to stimuli that directly affect survival and self-interest. For example, it prioritizes messages that promise personal gain or safety.

To grab the old brain’s attention, marketers should focus on the beginning and end of their messages. The old brain is lazy and only remembers the most striking parts of an experience. A bold opening and a memorable conclusion can make all the difference in capturing attention and driving action.

Examples

• A coffee shop ad that highlights how their coffee energizes you for the day appeals to the old brain’s focus on personal benefit.
• A car commercial that starts with a dramatic crash and ends with a family safe in their vehicle targets the old brain’s survival instincts.
• A charity campaign that begins with a shocking statistic and ends with a hopeful story ensures the old brain remembers the message.

2. Diagnose the Customer’s Pain

Understanding your customer’s pain is the first step to crafting a message that resonates. Pain, in this context, refers to the problem or challenge that your product or service can solve. The old brain is wired to seek solutions to pain, making this a powerful entry point for your marketing.

To diagnose pain, listen carefully to your customers. What are their frustrations or unmet needs? For example, someone buying a drill isn’t just looking for a tool; they’re trying to solve the problem of creating precise holes in tough materials. By identifying this pain, you can position your product as the perfect solution.

Once you’ve identified the pain, you can tailor your message to show how your product alleviates it. This approach not only grabs attention but also builds trust, as customers feel understood and valued.

Examples

• A mattress company addressing sleep deprivation as the pain point for their customers.
• A fitness app targeting people who struggle to find time for exercise.
• A meal delivery service focusing on the stress of meal planning for busy parents.

3. Differentiate Your Product

In a crowded marketplace, standing out is essential. Differentiation means clearly communicating what makes your product unique and why it’s the best solution to your customer’s pain. The old brain is drawn to contrast, so highlighting what sets you apart is key.

Start by identifying your unique selling points. For example, your product might be faster, more reliable, or more affordable than competitors. Then, present these differences in a way that’s easy for the old brain to process. Use simple, direct language and visual contrasts to make your message stick.

Concrete evidence strengthens your claims. Testimonials, case studies, and data can all demonstrate why your product is the superior choice. The old brain loves proof, especially when it’s presented in a way that’s easy to understand.

Examples

• A smartphone ad comparing its battery life to a competitor’s shorter lifespan.
• A skincare brand showcasing before-and-after photos of customers who used their product.
• A software company sharing statistics about how much time their tool saves users.

4. Use Visuals and Stories to Engage

The old brain processes visuals and stories more effectively than text or data. Images and narratives create emotional connections, making your message more memorable and impactful. A good story can even trick the old brain into thinking it’s experiencing the events firsthand.

Visuals should be bold and clear, showing the benefits of your product. For example, a weight-loss program might use side-by-side images of a customer before and after using their service. Stories, on the other hand, should be relatable and emotionally engaging. They should highlight the pain, the solution, and the positive outcome.

Combining visuals and stories creates a powerful one-two punch that captures attention and drives action. The old brain can’t resist a compelling narrative paired with striking imagery.

Examples

• A car ad showing a family enjoying a road trip after buying a spacious SUV.
• A charity campaign sharing the story of a child whose life was changed by donations.
• A tech company using animations to illustrate how their product simplifies complex tasks.

5. Grab Attention with Mini-Dramas

Mini-dramas are short, emotional stories that highlight the pain your customer faces and the relief your product provides. They’re effective because they tap into the old brain’s love of contrast and emotion. By showing life before and after your solution, you create a vivid picture of the benefits.

A mini-drama should start with a relatable problem. For example, a laptop ad might show someone panicking as their computer crashes during an important presentation. Then, introduce your product as the hero that saves the day. End with a happy resolution that leaves a lasting impression.

This technique works in presentations, ads, and even one-on-one sales pitches. The key is to make the story personal and emotionally engaging, so the old brain can’t ignore it.

Examples

• A cleaning product ad showing a messy kitchen transformed into a spotless space.
• A travel company commercial featuring a stressed-out worker finding peace on a tropical beach.
• A financial planning service ad depicting a family achieving their dream of homeownership.

6. Handle Objections with Confidence

Objections are a natural part of the sales process. They indicate that the customer is considering your offer but needs reassurance. Addressing objections effectively can turn hesitation into a sale.

Start by clarifying the objection to ensure you understand it. Then, address it directly with evidence or a story that supports your claims. For example, if a customer thinks your product is too expensive, share a testimonial from someone who found it worth the investment.

Sometimes, objections are valid and can’t be disproven. In these cases, acknowledge the concern and reframe it as a positive. For instance, a high price might indicate high quality. This approach builds trust and keeps the conversation moving forward.

Examples

• A car dealer explaining how a higher price reflects better safety features.
• A software company addressing concerns about complexity by offering a free trial.
• A fitness trainer sharing a success story to counter doubts about their program’s effectiveness.

7. Build Credibility to Earn Trust

Trust is the foundation of any successful sale. To earn it, you need to be credible. This means being genuine, knowledgeable, and relatable. The old brain is more likely to trust someone who seems similar to itself.

Start by showing passion for your product. Enthusiasm is contagious and makes you more believable. Next, find common ground with your audience. This could be as simple as dressing similarly or sharing a personal story that resonates with them.

Expressiveness and adaptability also build trust. Speak clearly and confidently, and adjust your approach based on your audience. For example, use formal language with corporate clients and a more casual tone with younger audiences.

Examples

• A salesperson connecting with a customer by sharing a similar experience.
• A presenter using humor to break the ice with a skeptical audience.
• A brand using local imagery and language to appeal to a specific market.

8. Keep Your Message Simple and Emotional

The old brain has a short attention span and responds best to simple, emotional messages. Overloading it with information or complex arguments will only drive it away. Instead, focus on clear, concise communication that evokes feelings.

Use direct language and avoid jargon. For example, instead of saying, “Our product optimizes efficiency,” say, “Our product saves you time.” Pair this with emotional appeals, such as happiness, fear, or excitement, to make your message more engaging.

Stories are another effective tool. A well-told story can make your message stick in the old brain’s memory. Just be sure to keep it relevant and tied to the benefits of your product.

Examples

• A pet food brand using a heartwarming story of a rescued dog thriving on their product.
• A home security company evoking fear with a story about a break-in prevented by their system.
• A fitness app inspiring excitement with a story of someone achieving their health goals.

9. Apply Neuromarketing to Job Interviews

The principles of neuromarketing aren’t just for selling products; they can also help you sell yourself. A job interview is essentially a sales pitch, and appealing to the old brain can give you an edge.

Start by diagnosing the company’s pain. What problem are they trying to solve by hiring for this position? Then, differentiate yourself by showing how you’re uniquely qualified to address that pain. Use stories and evidence to demonstrate your value.

Finally, deliver your message with confidence and enthusiasm. A strong handshake, good eye contact, and a compelling narrative can make you stand out. Remember, the old brain responds to emotion and authenticity.

Examples

• A candidate sharing a story about how they solved a similar problem at a previous job.
• A job seeker using a portfolio to visually demonstrate their skills.
• An interviewee connecting with the hiring manager by finding common interests.

Takeaways

1. Focus on the old brain by crafting messages that are simple, emotional, and visually engaging.
2. Use stories and contrasts to make your marketing memorable and persuasive.
3. Apply neuromarketing techniques to all areas of persuasion, from sales to job interviews.